About
Editor Diego Panich recently lent his talents to Lipton Ice Tea’s newest global spot, 'Join The Dance,’ featuring actor Hugh Jackman - and a cast of 150 - directed by Luciano Podcaminsky out of @Radical/Stink, NY. The high-profile campaign gives agencies a taste of Panich’s refreshing international aesthetic as Wild(child) Editorial, the award-winning editor’s exclusive Northeast, West Coast + Midwest representative, introduces the US market to his work.
Filmed on the world-famous beaches and streets of charming villages of Montevideo and Punta del Este, Uruguay, the spot opens with Jackman sitting alone at beachside café, looking hot and bored.
He reaches for a Lipton Ice Tea, rolls the cold bottle against his neck to cool off, and then takes a long gulp. Instantly refreshed, he rises to his feet, and, as we hear the first bars of the 80’s classic, “Safety Dance,” he turns to an empty chair as says the song’s opening line, ‘We can dance if you want to.”
The chair begins to move to the beat of the song as a few people at the next table catch Jackman’s infectious energy, get out of their seats and begin to dance with him. As Jackson dances his way onto the boardwalk, and then along the streets and into the town square, more and more people are drawn to the upbeat spirit and join the hoofer, creating a huge procession dancing in synchronized step. Stick figures of a man and woman on restrooms doors sway to the beat, buildings revolve, the statue in the and even the square gets into the spirit, along with other CGI elements.
Panich and multi award-winning director Luciano Podcaminsky have been working together for over 12-years, and have collaborated on a number of award-winning spots, including, ‘Nike Surgery', which garnered a Bronze Clio in 2008, and ‘Father + Daughter’ for MTV, which was awarded the Cannes Silver Lion.
“While maintaining the pace of the spot, it was also important to keep the feel of the long dance sequence spontaneous as more and more people joined the procession,” says Panich. “At the same time, the high-tech CGI elements needed to flow with the tempo of the music without taking the focus off the dancers as their growing numbers built the momentum, right down to the last frame of the spot.”
”Whether working on projects targeting the US general market, or tailored to a global audience, Panich is passionate about meeting the challenge of cutting a mix of live-action footage and dynamic computer generated imagery and finding just the right balance needed to create a compelling, cohesive story with a message that’s greater than the sum of its parts,” adds Pineyro, an award-winning editor in her own right. “Agencies in US’s major markets have been awed by his reel, and we’re very proud to represent him.”
Credits
Product: Lipton Ice Tea
Title/Length: ‘Join The Dance’ :60 Spot (Global TV Campaign)
Agency: DDB London
Production Company: @Radical / Stink
Director: Luciano Podcaminsky
Producer: Josh Barwick, Marcelo Fontao
Cameraman: Marcelo Camorino
Editor: Diego Panich
Visual Effects: Bitt Animation, Buenos Aires, Argentina
Music: “The Safety Dance”
Music Artist: The Feeling (Universal Publishing)
Technical Info
Final Cut Pro
05/10/2011
01:00
